Global Toy News Insight
Michaels’ latest holiday initiative highlights a growing opportunity for the toy and play industry as consumers increasingly prioritize hands-on creativity, personalized gifting, and screen-free experiences. According to the company’s 2026 State of the Holiday Season Report, 80% of parents are seeking screen-free holiday activities, while 61% of holiday celebrants say they are likely to give handmade or DIY gifts. Michaels is responding with thousands of affordable craft projects, including diamond art party packs, miniature diorama ornaments, paint-by-number kits, and interactive in-store workshops. For toy manufacturers and inventors, these findings reinforce the potential of creative play products that encourage participation, imagination, and meaningful family interaction rather than passive entertainment.
For retailers and toy companies, Michaels’ approach demonstrates how experiential retail and DIY products can create value beyond the initial purchase. By offering accessible price points, beginner-friendly activities, and opportunities for families to create together, retailers can turn seasonal shopping into an engaging experience that encourages repeat visits and builds customer loyalty. Toy and game manufacturers can capitalize on this direction by developing customizable playsets, craft-based toys, collectible DIY projects, and activity kits that appeal across generations. With 78% of surveyed holiday celebrants saying a $25 handmade gift carries as much or more meaning than a $100 store-bought gift, the industry has an opportunity to rethink how creativity, affordability, and emotional connection influence purchasing decisions.
Handmade for the Holidays: Michaels® Unveils New Crafts and Hands-On Experiences to Inspire Screen-Free Gifting and Gathering
- Handmade is having a moment: According to new Michaels and Morning Consult research, 61% of those who celebrate say they’re likely to give a handmade or DIY gift this season, and 66% of U.S. adults say hands-on activities make the holidays more meaningful.
- Thousands of holiday crafts and DIY projects are available now at Michaels, starting at just $2.99.
- New holiday offerings include diamond art party packs, miniature diorama ornaments, refreshed paint-by-number kits and DIY garlands, giving shoppers more ways to make personalized gifts and décor.
- With 80% of parents seeking screen-free, hands-on holiday activities, Michaels stores are hosting craft events for all ages throughout the season.
IRVING, Texas, Nov. 12, 2026 /PRNewswire/ — Michaels is fueling the joy of creativity and celebration this holiday season by helping shoppers trade screen time for hands-on time. According to the 2026 Michaels State of the Holiday Season Report, 65% of U.S. adults wish the holidays felt less commercial, and 66% say hands-on activities make the season more meaningful. That’s showing up in how people give: 61% of those who celebrate say they’re likely to give a handmade or DIY gift this year, and 78% say a $25 handmade gift means as much as or more than a $100 store-bought one.
Younger shoppers are leading the way, too: 73% of Gen Z adults say they’re seeking screen-free, hands-on holiday activities, and 29% of those who celebrate have already started crafting before November. This season, Michaels is giving people more ways to bring hands-on creativity into the holidays, with new DIY projects and in-store crafting events.
“There’s something about making a gift with your own hands, away from a screen, that people are really craving right now,” said Stacey Shively, Chief Merchandising Officer at Michaels. “Whether you’re stitching a card, painting an ornament or finishing a paint-by-number, the time you spend making it is what turns it into something truly special. This season, we want to help families slow down, put their phones away and create something together.”
New Projects for a Handmade Holiday
To meet the growing demand for handmade gifting, Michaels now offers thousands of DIY holiday crafts starting at $2.99. This year’s assortment features new creative formats and fresh takes on seasonal favorites, including:
- More Dimension in Diamond Art: New projects use gems in a variety of sizes, adding texture and sparkle to holiday creations.
- Crafting to Share: New party packs bring smaller projects together for group crafting or handmade gifting, including an eight-pack of diamond art bookmarks.
- Miniature Worlds for the Tree: New diorama ornament kits invite crafters to build tiny holiday scenes inside cocoa mugs and gingerbread house designs.
- A Fresh Frame for Paint-by-Number: Updated frames give mini paint-by-number projects a new look, with seasonal scenes featuring holiday houses, snowmen and deer.
- Handmade Holiday Garlands: Ornament diamond art garland kits turn gem-covered projects into festive decorations for mantels, shelves or trees.
- A Larger Canvas for Creativity: New large-scale unfinished surfaces, including a 31-inch nutcracker and a drummer bear, give crafters the freedom to create their own holiday statement pieces.
- Illuminated 3D Crafts: Take 3D bedazzling to the next level with projects such as an LED light-up candy house or Christmas tree.
Handmade can also be a smart way to manage holiday spending. Sixty percent of those who celebrate expect a stressful December, and nearly half of them point to overspending. With more than half of Michaels’ holiday items priced under $10, shoppers can stock up on stocking stuffers, teacher gifts and family keepsakes without stretching their budget. Beginner-friendly kits make it easy for first-time crafters to get started, while Michaels’ expanded needlecraft and fabric assortments give experienced makers room to take on bigger projects.
Make Holiday Memories in Michaels Stores
For many families, making something together has become a tradition of its own. Among those who celebrate, time with family and friends is the top source of holiday joy (48%). Parents are also looking to unplug: 56% feel worn out by screen time, and half plan more screen-free activities than last year. To help families get creative together, Michaels stores are hosting holiday craft events throughout the season, including:
- Nov. 14: Kids Club Air-Dry Clay Figurines
- Nov. 15: Cookie Cutter Clay Ornaments
- Dec. 5: Kids Club Holiday Slider Card
- Dec. 6: Hand-Knit Yarn Muff
- Dec. 12: Kids Club Painted Wood Ornaments
- Dec. 13: Holiday Junk Journal
- Dec. 19: Kids Club Cookie Decorating
No registration is required. View the full schedule of holiday events at Michaels.com/events.
Shoppers can find everything they need for holiday crafts & DIY gifts in-store and online at Michaels.com and Michaels.ca. For project inspiration and step-by-step tutorials, visit Michaels.com/projects.
The 2026 Michaels State of the Holiday Season Report was conducted by Morning Consult on behalf of Michaels between Oct. 8–11, 2026, among a nationally representative sample of 2,502 U.S. adults. Results have a margin of error of ±2 percentage points for the full sample.
About The Michaels Companies, Inc.
At The Michaels Companies Inc., our purpose is to fuel the joy of creativity and celebration. As the leading destination for creating and celebrating in North America, we operate over 1,300 stores in 49 states and Canada and online at Michaels.com and Michaels.ca. The Michaels Companies, Inc. also owns Artistree, a manufacturer of custom and specialty framing merchandise. Founded in 1973 and headquartered in Irving, Texas, Michaels is the best place for all things creative. For more information, please visit www.michaels.com.
